Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Making Better Decisions Earlier

Making Better Decisions Earlier

Pixel Up UX & Design Conference (Cape Town, South Africa, 2017)


Ron Bronson

May 09, 2017

More Decks by Ron Bronson

Other Decks in Design


  1. Making Smarter Decisions Earlier Content, Design & Blind Spots Ruining

    Products & Experiences Ron Bronson Pixel Up 2017
  2. Designing for reality.

  3. None
  4. None
  5. Three kinds of myopia. Lack of long-range perspective in thinking

    or planning.
  6. Designer Myopia “...design with a nearsightedness that results in websites

    and applications that please ourselves and impress our peers but don’t meet user and business goals.” - Rian van der Merwe
  7. Marketing Myopia “A business suffers from marketing myopia when a

    company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs.” - Ted Levitt (1960)
  8. • Architects see the world differently. • The roots of

    training. • Justifying their own cognitive dissonance Architectural Myopia
  9. None
  10. None
  11. We think we know our audiences?

  12. None
  13. We embed biases in products toward our imagined outcomes. This

    makes us more likely to forget about, or at least minimize, the possibility of other outcomes.
  14. None
  15. None
  16. By failing to consider the people outside of our own

    set of experiences, we ignore people with the potential to expand our product use cases.
  17. Perspective influences the goal line.

  18. None
  19. What can you do?

  20. Decide your stance. “...the attitude the product takes, the personality

    it has.” -Jon Kolko (Well Designed)
  21. Take calculated risks.

  22. Ask better questions earlier.

  23. None
  24. “...the player who looks least engaged may be the most

    committed member of the group. A cynic, after all, is a passionate person who does not want to be disappointed again.” ― The Art of Possibility
  25. Highlight the constraints constructively.

  26. Focus on team composition.

  27. Communicate the value of design & content through frameworks, tools

    & metrics that resonate with your stakeholders.
  28. Test your own assumptions.

  29. www.perspective.cards

  30. Show your work.

  31. People don’t want to love your product.

  32. Ron Bronson ron@ronbronson.com @ronbronson on your twitter machine.